ANALISIS PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PADA KONSUMEN RUMAH MAKAN PADANG PAGI SORE CABANG JALAN PULAU PELEPAS KOMPLEKS PERKANTORAN GUBERNUR)

Abstract

     This an undergraduate thesis has been compiled by Junita, Student Identity Number 230160032, entitled in Bahasa Indonesia : “Analisis Pengaruh Kualitas Produk, Kualitas Pelayanan dan Harga Terhadap Keputusan Pembelian (Studi Kasus Pada Konsumen Rumah Makan Padang Pagi Sore Cabang Jalan Pulau Pelepas Kompleks Perkantoran Gubernur)”. This research was conducted during pandemic Covid-19 and was carried out with standard health protocol as being announced nationally.

     The development of business in Indonesia is increasingly advanced, one of the growing business is the culinary business. Culinary business in Indonesia including Bangka Belitung increasingly attracted the interest of entrepreneurs so that the competition in the culinary business is also increasingly strict. Increasingly tight competition makes culinary entrepreneurs have to manage products, services, prices and other strategies that will make consumers decide to buy the product.

     This research aims to determine the effect of product quality, service quality and prices on purchasing decisions. This research is a quantitative study using a questionnaire with a sample of 50 samples. The study uses data instrument testing, classical assumption testing and hypothesis testing.

     The results of the data instrument test can be noted that issuing a valid statement and issuing a reliable variable instrument. The result of the classical Asumi test is known that normal data, does not occur multicolinearity and does not occur heterokedatisity. The result of the analysis of the dertermination coefficient is known that 38.3% of purchase decisions are influenced by product quality variables, service quality and, whereas 61.7% of purchase decisions are influenced by other variables. The outcome of a partial hypothesis test or T-test is known that the product quality variable and that is influential and significant to the purchasing decision, while the service quality variable does not affect the purchasing decision. The results of the Aerotest Simultan hypothesis test or F test were obtained that the variable quality of the product, the quality of the service and from influential and significant to the purchasing decision.